Fallon Community Health Plan, the Worcester-based health care insurer, said it is shortening its name to Fallon Health and launching a new ad campaign as part of a rebranding effort.

The new advertising campaign is Fallon Health’s first work from DeVito/Verdi, the New York ad agency it recently hired. The campaign, which focuses on Fallon Health’s insurance and senior care solutions, is made up of TV, print, radio, digital, and outdoor media ads. The campaign seeks to showcase Fallon Health’s expertise in bridging the gap between the medical care that people require and the personal care that they want.

“The old lines in health care are blurring as society seeks better, more affordable care through new approaches such as population health management and risk-sharing,” Fallon Health president and chief executive Patrick Hughes said in a statement. “Successful health care organizations will be those which get and keep people healthy by providing quality-based, seamless care at a reasonable price. Our new brand catches up to our unique role as both a health plan and a provider, and reflects our history and culture of innovation that allow us to take care of our communities at the lowest possible cost.”

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Other Massachusetts companies that DeVito/Verdi has created ads for include Herb Chambers, Legal Sea Foods, and Massachusetts General Hospital. The agency just announced it will be doing work for Suffolk University.